- Team signs three-year deal with Bumble
- App promotes equality and diversity
- Clippers draw up plans for new arena
(CNN)In the era of #MeToo a dating app has teamed up with a high-profile sports team to "shake up" a predominantly male-driven industry.
In March, the Los Angeles Clippers broke ground by signing a reported three-year $20 million sponsorship deal with "female empowerment" dating app Bumble, where women initiate contact with men.
The partnership launched with a #strongerwithher campaign at a Clippers game -- encouraging fans to honor women who impact their lives.
"There is a lot of fear that women are having in a time that women should have a voice, and having men who support that is incredibly important for us as women," Alex Williamson, Bumble's chief brand officer, told CNN Sport.
"That's what we're trying to do. I think the ripple effects of that are very powerful. It's really important to showcase the good guys," according to Williamson.
The Clippers -- who hired Gillian Zucker as president of business operations in 2014, one of a small but growing number of women in the top ranks of US sports -- are keen to promote their equality-driven message through the deal.
"This is a female empowerment brand and you are putting that brand on a men's sport's league jersey," Clippers' chief global partnerships officer Scott Sonnenberg told CNN sport. "That in itself is a story."